Why is content king?

It’s no secret that a website’s success depends on strengths in a few key areas, including: design and structure; functionality; and content.

Interestingly, when a client asks us to develop a website, content is often the last item on their priority list.

From copy, images and videos to the titles of pages and sections, content is fundamental to the success of any website.

But why is website content so important? Here are a few pointers to help you to understand why great content is important.

Search ranking

Search engine rankings are driven by content. No matter how well designed or user-focussed your website is, without high quality, subject-relevant content, Google, Bing and other search engines will not rate your web pages as well as you would like.

Guiding visitors

It is important to remember that visitors are always looking to do something, whether that is perform a task, be entertained or find information. It is ultimately content that will guide a visitor around a website and encourage them do something. Without strong messages and appropriate calls to action, the user will struggle to follow the paths you have set out for them.

Images, video and beyond

Strong copy isn’t the only thing to consider when it comes to content. A picture may paint a thousand words, but if labelled up correctly, they can also pull in more website visitors, not to mention compliment the design of the website. There is little point investing time and money into fantastic webs design if you are going to assault it with poor quality images.

Given YouTube is now the world’s second largest search engine, why not try to capture some of that traffic by creating video content that you can upload and embed into your website? Don’t forget to label the video appropriately and link back to your website.

Further guidance

If you would like more support or advice about improving your website content, find out more about our content services.